Specialized OWNS Roubaix

In fact, the Canadan IP office says:

The kinds of marks that you may not register include the following:...words that denote a geographical location commonly known to be the place of origin of such goods or services

And then expands that with:

You may not register a word that uses a geographical location commonly known to be the place of origin of the goods or services.

In addition, you may not register a word that misleads the public into thinking that the goods or services come from a certain place when they do not.

So either Specialized don't have a valid trademark on Roubaix because it is too generically connected with cycling goods and services, or they don't have a valid trademark because it falsely claims origin in Roubaix for goods made in China.

Also, ASO might want to have a word with Specialized about passing off, since any use of Roubaix in cycling probably infringes ASO's IP in the name Paris-Roubaix :-)